By 2025, the ice cup market has begun to take shape. Firstly, ice cups have rapidly progressed through several stages of brand development, achieving a leapfrog evolution characterized by "Sinfication, localization, and personalization." This has propelled their presence beyond convenience stores into hypermarkets, supermarkets, bubble tea shops, and even restaurants. Secondly, the consumption context for ice cups has shifted from being driven by young people's novelty-seeking, experimental, and photo-worthy whims to becoming part of daily routine. According to the 2025 China Urban Consumption Behavior White Paper, ice cup sales have grown by over 300% year-on-year for two consecutive years.

In contrast, baijiu (Chinese liquor), after its "golden decade" around 2010, the surge of sauce-aroma baijiu post-2018, and the stimulus of e-commerce live-streaming post-2023, seems increasingly driven by supply-side pushes rather than actual consumer demand. Fundamentally, consumer demand for traditional baijiu is gradually declining. The new business of "ice + alcohol" using ice cups has become this summer's favorite precisely because it addresses a previously overlooked two-way demand.

Consider these points: 1) In July, a Jinan-based ice cup company reportedly shipped approximately 30,000 cups daily – imagine a city consuming 30,000 bottles of a single baijiu brand per day – a 50% increase year-on-year, primarily to non-traditional channels like convenience stores and supermarkets. 2) A convenience store manager in a prefecture-level city revealed that ice cups, typically 150g-200g plastic cups with cube ice, priced from ¥2 to ¥10 and placed prominently in entrance freezers, sell around 70 cups daily per store in summer. 3) The ice cup market is fiercely competitive from the start, involving state-owned and private enterprises, national giants and local small players, top brands like Yili, Nongfu Spring, and Mixue Ice City, alongside private-label, internet-famous, and local unknown brands. Product offerings range from standard plain ice to diverse flavors like tea, coffee, and fruit.

So, is there a connection between ice cups and the alcohol industry? Absolutely, but several points need clarification. First, alcohol companies needn't produce ice themselves, nor should major players necessarily "cultivate ice-drinking scenarios." However, they should closely monitor the ice cup trend to explore new "ice + alcohol" business opportunities. For instance, Kuaijishan Shaoxing Wine recently sponsored a successful "Midsummer Fun Night" event, immersing participants in an "iced yellow wine" experience, attracting 300,000 attendees and generating 100 million online impressions – a novel attempt to tap into summer consumption scenes.

Second, must baijiu brands pursue youthification? What does it truly mean? While there's no definitive answer, simply chasing trends – lowering ABV, adding flavors, or creating no-alcohol "buzz" alternatives – without substance is unlikely to succeed. Youthification is about meeting genuine needs. Companies must develop products that resonate with and satisfy consumers, which doesn't always necessitate entirely new products. Development disconnected from consumer demand risks failure.

Third, is there demand for low-alcohol baijiu? Must it be 28% or 29% ABV? Low-alcohol baijiu existed in Shandong decades ago (e.g., Langyatai's 21% Hongmei, Yantai GuNiang's 29%), succeeding by meeting consumer needs: suitability for larger volumes (akin to Korean soju), affordability (near beverage pricing), easy drinkability coupled with cultural resonance (like hearty dining customs), and catering to niche demands, even leading local markets.

In summary, rejuvenating alcohol brands requires a shift in mindset and integrated marketing around new demands, not heavy investment or radical product overhauls. How does "ice cup + alcohol" fit? It caters to several key drivers: the desire for a mild buzz conveniently (like global iced cocktails); a format more acceptable to youth who often prefer novel options; the "fun" factor crucial for attracting young consumers, as seen in collaborations like Luckin & Moutai; and the appeal of experimentation. Ice cups offer a new communication channel for established brands to connect with younger consumers directly, focusing on strategic branding and emotional resonance – perhaps evoking "Eastern aesthetics" or "youthful vitality" – rather than relying solely on heritage narratives. This convergence potentially fulfills both the industry's need for rejuvenation and younger consumers' demand for new experiences – a promising two-way street worthy of serious attention.